Social Media Marketing is the process of reaching prospects and customers, and acquiring traffic and visibility through social media sites such as Facebook, Twitter, LinkedIn and many others.

4 Data-Driven Tips For A Successful Mobile Marketing Plan

mobile-devices-trends Mobile marketing is coming into its own. With the 2013 mobile e-commerce market valued at $43 billion and mobile traffic making up nearly 50% of site visits in the first quarter of 2014, the savviest retailers -- e-commerce, brick-and-mortar and omni-channel alike -- are investing in building out dedicated mobile marketing teams and capabilities. These numbers come from the Custora E-Commerce Pulse Mobile Report, soon to be published by Custora (disclosure: my employer). These metrics and others hint at the size of the opportunity for marketing teams that are able to harness the power [...]


Facebook Touts 1 Billion App Links Served, Adds Support For Mobile App Ads

facebook-app-links Facebook's App Link program, an open-source, cross-platform standard for linking on mobile devices, has been widely adopted since the program was introduced on April 30 at the F8 Developers conference. Today Facebook announced in a blog post that developers had enabled more than 1 billion of the links that drive users directly to apps, or specific content within apps. The links can be published from an app, a Facebook page or copy-pasted URLs and have been adopted by apps such as Spotify, Mailbox, Quip, Hulu, Redfin, Goodreads, Live Nation and Vimeo and third party SDKs such as the Xama [...]


SocialBro Adds A Free Plan For Twitter Analytics & Management

logo_socialbro medium Twitter management platform SocialBro is now free -- if you have fewer than 5,000 Twitter contacts. The London-based startup, fresh off its newly minted status as a Twitter Certified Partner, is offering the "Free Cloud" plan to introduce startups and small businesses to its dashboard. The plan is available to users with a Twitter community of 5,000 or below. The SocialBro platform works alongside Twitter publishing clients and offers HootSuite integration. Here's a look at a sample dashboard: Among the features offered in the free plan: Discover your best time to tweet In-depth [...]


Vine Introduces Loop Counts To Show How Many Times A Video Has Been Viewed

vine-loops Twitter's six-second video platform Vine was updated today to include "loop counts" to show how many times videos have been viewed on the network. Loop counts are visible on the desktop version of the site and on updated iOS and Android apps that are being released today. The updated mobile apps also feature a new design, "offering you bigger edge-to-edge videos and a cleaner view of likes and comments," according a post on Vine's blog. Because Vine started compiling loop data on April 3, videos created before that date will display a "+" next to the loop count to show that the actua [...]


Waffle House Fires Shot At Belgian Waffles, Scores #WorldCup Engagement Win

waffle-house-tweet Let's face it, most Americans' knowledge of Belgium doesn't extend much further than the breakfast plate. So Waffle House was in perfect position to take advantage of today's big FIFA World Cup game between the United States and Belgium. And the restaurant chain didn't waste the opportunity, firing off a funny broadside this morning: We don't believe in Belgium waffles — Waffle House (@WaffleHouse) June 30, 2014   The fact that the tweet had an error -- it's Belgian Waffles, not Belgium -- made the effort seem more spur of the moment, rather than a pre-baked corporate plan [...]


Twitter Shopping Coming Soon? “Buy Now” Buttons Seen In The Wild

twitter-buy-shopping-featured Evidence of Twitter plans to enable users to make purchases by clicking on tweets surfaced Monday afternoon. "Buy now" buttons appeared in several tweets apparently generated by the shopping app Fancy, Re/code's Jason Del Rey reported. The buttons only showed up on mobile devices and are no longer visible. Re/code reported that "tapping on them didn’t do anything. But Re/code did speak to someone who said that tapping on the button earlier on Monday did lead to a checkout page opening up within the Twitter app. Re/code could not replicate that experience." This isn't the first time Fan [...]


Twitter Acquires TapCommerce To Improve Mobile Retargeting & Reengagement Ads

twitter-mobile-phones-featured Twitter announced today that it has acquired New York-based TapCommerce, a specialist in mobile re-targeting and re-engagement advertising. The acquisition, reportedly for about $100 million, was made public hours after Twitter announced the global rollout of its mobile app promotion suite. It's a further move to strengthen the company's mobile advertising offerings, along the lines of purchases of mobile ad network MoPub last year and native ad provider Namo Media this month. TapCommerce, which has roots in the e-commerce industry, adds programmatic mobile ad buying to the mix, repo [...]


KLM Learns A Real-Time Marketing Lesson: Avoid Stereotypes

mexico-klm Real-time marketing is a tricky business. You want to be in the moment, you want to be witty and clever, you want to be true to your brand. And you want to do all that without offending potential customers. That final point is the most important -- first do no harm -- and it tripped up Dutch airline KLM in a big way Sunday. Moments after the Netherlands knocked Mexico out of the World Cup, KLM tweeted "Adios Amigos! #NEDMEX" with a photo of an airport departure sign, photoshopped to include a mustachioed, sombrero-wearing icon. The reaction on Twitter was instant and overwhelmin [...]


Twitter Rolls Out App Install & Engagement Ads Globally

twitter-app-600 Twitter, looking for a bigger piece of the lucrative mobile app install business, announced today the official global launch of its mobile app promotion suite. The ad product, in beta testing with companies such as Lyft and EA for the last six months, enables the placement of promoted tweets that link directly to the iOS and Android app stores. Twitter users who click though can download the app immediately; those with iOS devices will get an install notification after the app is fully downloaded. Such ads are becoming a staple of the digital marketing industry. They are a major [...]


Google Is Shutting Down Orkut, Its First Social Network, On September 30

orkut-logo Google announced today that it is shutting down its first social network, Orkut, on September 30. Orkut, launched in 2004 and named after Google engineer Orkut Büyükkökten, who created it, was very popular in Brazil, where for years it was the leading social network. Facebook finally surpassed it the country in January 2012. Orkut was also heavily used in India, but never gained traction in the U.S. and with the creation of Google+ three years ago, the end of Orkut was only a matter of time. "It's been a great 10 years, and we apologize to those still actively using the service [...]


Social Media Skills Are Really Social

business-social-handshake-shutterstock Social media as a practice is nearly a decade old. But for many of us, this job skill is a fairly new requirement. So how do you learn more about social media for your current or future job? Where do you go to learn more? What do you need to know? It's challenging. Most experts have gained social media skills on the job. So if you're lucky enough to land a job that requires social media understanding, that's great. If not, then you remain at a distinct disadvantage. The journey to social media literacy is not obtained through personal use. Although daily interactions with major platfo [...]


Google+ At 3 Years Old: Not A Ghost Town, But A Social Referral Graveyard

google-plus-graveyard-600 Let's put it aside from the get-go: Google+ is not a ghost town. Without a doubt there are millions of people who use and value the social network, which turns three tomorrow. There's a vibrant community of photographers; there are Hangout on Air true believers; there are marketers who swear it's the best social network for engaging with customers. And despite Walking Dead speculation driven by the unexpected resignation of longtime Google+ boss Vic Gundotra in April, two Google executives insisted this week that it won't go out with a whimper. But the fact is that by one importa [...]


Larry Page On Google+: “We’re Super Excited About It”

google-plus-app-mobile-600 Google+ was the forgotten social network during Wednesday's Google I/O keynote, quite a change from the past two years when it was touted often and enthusiastically. This year it managed to score only a passing reference in a demonstration of how Chromecast will allow you to beam a slideshow of your Google+ photos onto your television. And this Google+ downplaying (no playing?) came on the same day Google announced elsewhere -- er, on a Google+ post -- that it would no longer be displaying Google+ profile photos and circle count on search pages. Those features have been a major selling p [...]


Socialbakers Study: Facebook Page Engagement Has Grown 30% Since January

facebook-pages-600 Social media analytics firm Socialbakers today weighed into the Facebook organic reach debate with some counterintuitive data. Analyst Phillip Ross wrote: The conversation that seems to be dominating the Facebook marketing community is all about how algorithmic changes to Facebook’s News Feed are hurting organic reach. Our numbers say the opposite; brands have never had a better opportunity to have their best content placed in front of so many people. Let's be clear. There's no denying that organic reach is down on Facebook Pages overall. Facebook has confirmed it and explained why, many t [...]


Twitter Expands Certified Program With 5 Internationally Focused Partners

Twitter-Large Pushing forward with its global efforts, Twitter announced today that is has added five internationally focused companies to its Twitter Certified Program. The companies -- Luxembourg-based Talkwalker; Conversocial, with offices in London and New York; SocialBro, launched in Spain, now based in London; Argentina-based Socialmetrix, and New York-based Unmetric -- specialize in the European, Latin Americans and Indian markets. The Certified Program was launched in 2012 to help third-party companies develop tools to help businesses use Twitter to connect with customers and potential cust [...]


Restaurant Chain Asks Customers to Punk Competitors On Facebook And Instagram

behind_enemy_lines In a new marketing campaign, health-conscious restaurant chain Muscle Maker Grill, with help from Pittsburgh-based agency Brunner, is sending its clientele “Behind Enemy Lines." It's asking its customers to head over to any of its competitors’ fast food restaurants and engage in a little Facebook/Instagram foolery. Through July 28, Muscle Maker Grill fans, which the brand refers to as “Warriors,” are asked to be seen, and photographed, making the three-finger “Warrior W” at some less-healthy chain eatery. Those who do and post the image to Facebook or Instagram with the hash [...]


Buffer Launches A Hot-Or-Not Content Discovery & Sharing App For iOS

Daily-launch Buffer wants to make your content discovery and sharing routine dead simple with Daily by Buffer, officially released today in the iOS app store. The free app strips the process down to basics, serving a full screen view of one story at a time and giving you three choices: Click a button to read the content, swipe left to dismiss, swipe right to transfer it to your Buffer queue for later social media posting. It's something of a hot-or-not process, and Buffer head of content marketing Courtney Seiter said some beta testers have been calling the app Tinder for Content. "The idea or [...]


Twitter Wins Real-Time Marketing Smackdown; Agency Strategist Declares Facebook Organic Reach 100% Dead

snickers-twitter-v-facebook It looks like the perfect A/B test of real-time marketing. One tweet, one Facebook post for all the marbles. Snickers, like many a brand yesterday, joined the bite-jacking fray after Uruguay's Luis Suarez appeared to sink his teeth into an Italian defender during a FIFA World Cup soccer match. Snickers posted similar messages on both Twitter and Facebook. And what happened? The tweet -- "Hey @luis16suarez. Next time you're hungry just grab a Snickers. #worldcup #luissuarez #EatASNICKERS" -- got 39,000 retweets and 17,000 favorites. The Facebook post -- "Next time you're hungry just grab [...]


Brands Can’t Resist Taking Chomp Out Of Luis Suarez World Cup Bite Controversy

whataburger-suarez It probably won't be a laughing matter for Uruguay after star player Luis Suarez is punished for his latest on-field biting incident -- his third since 2010! But the incident proved irresistible for brands trolling for real-time marketing opportunities. Suarez, the controversial striker, was caught on film apparently biting the back of Italian defender Giorgio Chiellini late in Uruguay's 1-0 World Cup Group D victory. The loss knocked Italy out of the World Cup. The alleged bite, likely to be cause for suspension, drove Twitter wild; in the first hour the bite was mentioned 339,269 times on [...]


Facebook’s Media APIs Bring Social Conversation To “Today Show” and “Street Outlaws”

facebook-today-show Facebook's courtship of live television took a couple steps forward this week as NBC's "Today Show" and Discovery Channel's "Street Outlaws" rolled out features tied to the social network's media APIs. This morning the "Today Show" debuted a real-time trending-on-Facebook screen, said to be the first use of Facebook's Trending API. Last night, on the season premier of "Street Outlaws," viewers were able to vote for their favorite street-racing team using the Hashtag Counter. Both of the features were developed by Spredfast, one of the partners that Facebook tabbed to work to integrate t [...]


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